2019 - 20 Business Plan | A Food Franchise · marketing strategy 16 foodie photos/ instagram 16...

A Food FranchiseA Restaurant Business Plan

BUSINESS

PLAN

2019 - 20

John Doe 10200 Bolsa Ave, Westminster, CA, 92683

(650) 359-3153 [email protected] http://www.example.com/

Table of Contents

EXECUTIVE SUMMARY 4

PRELUDE 4

ANALYZING THE MARKET 4

PRODUCT OFFERING 4

MISSION 4

MARKETING OBJECTIVES 5

TEAM 5

FINANCIAL SUMMARY 5

Profit & Loss Chart 5

INTRODUCTION 6

ABOUT THE CHEF 6

ABOUT RITZA 6

PROOF OF CONCEPT 6

INDUSTRY OVERVIEW 6

FOOD INDUSTRY IN THE UAE 6

Statistics Reveal 7

CURRENT INDUSTRY PROBLEMS 7

Solution 7

KEY GROWTH DRIVERS 7

TRENDS 7

Solution Features 7

CHALLENGES 8

OUR TARGET MARKET 8

FAST FOOD INDUSTRY IN THE UAE 8

OUR OPPORTUNITIES AHEAD 8

5 C ANALYSIS 9

COMPANY 9

OUR TEAM 9

1 / 20

JOHN DOE 9

OUR MILESTONE: SUCCESSFUL IN UK 9

RITZA’S OPERATIONAL MODEL 10

RITZA GO MODEL 10

CENTRAL FOOD PRODUCTION UNIT (CFPU) – RITZA’S CORNERSTONE 10

RITZA RANCH MODEL 10

COLLABORATORS 10

CUSTOMERS 10

RITZA WRAP MODEL 10

COMPETITORS 11

COMPETITORS MAPPING 11

SWOT ANALYSIS 12

CLIMATE 13

PEST ANALYSIS 13

POLITICAL 13

ECONOMICAL 13

SOCIAL 13

TECHNOLOGICAL 13

BUSINESS MODEL 13

STRATEGY 16

SEGMENTATION, TARGETING, AND POSITIONING (STP) 16

MARKETING STRATEGY 16

FOODIE PHOTOS/ INSTAGRAM 16

ONLINE STRATEGY 16

OFFLINE STRATEGIES 16

LOYALTY PROGRAMS 17

CORPORATE TIE-UPS 17

OTHER DRIVERS OF FOOTFALLS 17

THE 5 CRITICAL SUCCESS FACTORS 17

EXPANSION PLAN 18

2 / 20

Phase I 18

Phase II 18

Phase III 18

RISK 18

FINANCIALS 20

PROFIT & LOSS STATEMENT 20

CASH FLOW STATEMENT 20

BALANCE SHEET 20

FUNDING DETAILS 20

3 / 20

EXECUTIVE SUMMARY

PRELUDE

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Examples

Ritza Cafe

Ritza is a brand created while keeping healthy, tasty, easy and convenient in

mind. The brand has been carefully designed to sit in a market place and on a

high street as a pop-up style store with a wide range of flavors and products to

suit modern day consumers. Ritza focuses primarily on preparing chicken wraps

that are salubrious and succulent. Not only this, these wraps would involve the

choice of the customers from the choice of wrap viz., Original, Tomato or Spinach

ANALYZING THE MARKET


Examples

Ritza Cafe

There are two market needs we are attempting to fill. First, there's a need for a fast

food restaurant that produces high quality, great flavored food, at a low cost. In

other words, there's a need for value beyond "cheap." Ritza will fill that need gap

by providing above average quality subs, and good, but not necessarily low

prices. The niche for Ritza resides somewhere between consumers who want to

be waited on and people who want a fast lunch for less. The food is made fast

PRODUCT OFFERING


Examples

Ritza Cafe

The company will offer a large variety of wraps, salads, soups, chili, chips,

cookies, and sodas. The wraps are made with Ritza’s unique sauces and the

dough is freshly grinding daily. The wrap is prepared for every order and the

soups are made daily.

MISSION

Examples

Ritza Cafe

The company will offer a large variety of wraps, salads, soups, chili, chips,

cookies, and sodas. The wraps are made with Ritza’s unique sauces and the

dough is freshly grinding daily. The wrap is prepared for every order and the

soups are made daily.

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2019 - 20 Business Plan | A Food Franchise 4 / 20


MARKETING OBJECTIVES


Examples

Ritza CafePosition Ritza as a local company, with strong ties to the community.

Perceived as the cleanest, most responsive QSR or FFR in UAE.

TEAM


Examples

Ritza Cafe

John Doe is the man behind the phenomena-in-the-making “Ritza”. People close

to him will have no doubts that he is a chef/entrepreneur of extreme temperament

and his uncanny talent for food makes him stand among the well known in the

business today. Before taking on the decision of launching Ritza, John cut his

teeth at the award-winning Michelin restaurant Heathcote & Heathcotes Outside.

With more than 15 years of experience under his belt, he is a Michelin Star trained

FINANCIAL SUMMARY

Profit & Loss Chart

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INTRODUCTION

ABOUT THE CHEF


Examples

Ritza Cafe

John Doe is the man behind the phenomena-in-the-making “Ritza”. People close

to him will have no doubts that he is a chef/entrepreneur of extreme temperament

and his uncanny talent for food makes him stand among the well known in the

business today. Before taking on the decision of launching Ritza, John cut his

teeth at the award-winning Michelin restaurant Heathcote & Heathcotes Outside.

With more than 15 years of experience under his belt, he is a Michelin Star trained

ABOUT RITZA


Examples

Ritza Cafe

PROOF OF CONCEPT


Examples

Ritza Cafe

Though everything for Ritza starts afresh, one

thing that needs to be highlighted is the fact that

this concept of Ritza was launched in the UK in

2005 and it worked wonders. To say the least,

people were absolutely delighted to consume the

wraps served with our special Ritza sauce. The

INDUSTRY OVERVIEW

FOOD INDUSTRY IN THE UAE

Examples

Ritza Cafe

With the rising population and the per capita income, UAE’s food consumption is

also growing. Recent unrest across gulf nations and economic crisis across

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Eurozone is also driving the population of UAE because of increasing migrants.

Statistics Reveal

CURRENT INDUSTRY PROBLEMS

People,

Restaurant/Street

Food consumers.

Whom ?

Fast foods are high in saturated fats which are widely held to

be a risk factor in heart disease. It has high sugar levels and

usually, food safety standards are not maintained.

Fast food consumption has been shown to increase caloric

intake, promote weight gain, and an elevated risk for diabetes

Excessive use of Artificial Preservatives- The products used

are usually high on preservatives or are stale having a

negative impact on consumer’s health.

Causes

Health Problems, Rapid increase in Obesity among the kids ,

Excessive use of Artificial Preservatives

Impact

Solution

We at Ritza have a clear intent of preparing fresh and healthy food at quick service and this would be done by

serving it with integrity. One of the many steps that would be adopted is the use of fresh ingredients, stop

relying on artificial flavors or fillers and even making health safety and hygiene acquire the pole position in the

use of Central Food Production Unit. To couple this with the fact that wraps are any day healthier and lighter

than bread

and to use fillers like spinach and tomato would certainly make the food high on taste yet modest on the

calorie-front.

Solution Features

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Fresh

Write something about a feature.

Healthy Quick

OUR TARGET MARKET


Examples

Ritza Cafe

The Ritza goal is simple and that is to be

the hip destination for fast food cravings.

These are certainly interesting times as

the fast food industry is soaring in the

UAE. Ritza will mark its launch

strategically in areas such as the malls,

OUR OPPORTUNITIES AHEAD


Examples

Ritza Cafe

Fast food Industry in the UAE has witnessed a sharp growth and it is expected

that the figures would touch close to $780 million by the year 2015. The growth in

the UAE food market may be attributed to several factors which may include the

following –

Growing population

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5 C ANALYSIS

COMPANY


Examples

Ritza Cafe

Ritza is a fast food restaurant to be launched in Dubai which would serve wraps,

salads, and soups, however, the restaurant aims to make itself synonymous with

wraps as this would be its prime product and the major source of revenue

generation for Ritza. The aim is to serve palatable wraps which would also have

high nutrition value, at a cost appealing to the masses. Furthermore, this would be

served in very quick time and the customers can enjoy the piece without having to

OUR TEAM

JOHN DOE

CEO - [email protected]

He is the man behind Ritza With more than 15 years of experience in the food industry,

John has had education completed from dream institutions like Harvard and Preston. He

is a Michelin star trained chef and there are no surprises that previously, he has also held

high positions such as the Site Development Head Chef in Fuller, Smith and Turner,

Surrey, UK. developing recipes.

OUR MILESTONE: SUCCESSFUL IN UK


Examples

Ritza Cafe

Ritza’s journey began in a popular city center mall in Preston, the UK in the year

2011. Preston which houses many students brought a strong population to the

fast food store. To say the least, people were absolutely delighted to consume the

wraps served with our special Ritza sauce. The UK voyage ran successfully for

nine months and the management does not have a shadow of a doubt that the

same triumph cannot be achieved in the prized city of Dubai.

Examples

Ritza Cafe

The entire team at Ritza would be united under the same idea of serving quality

without compromising on the nutrition at a very reasonable cost in double quick

time. Before hitting the floor, the staff would be trained on operations and

functions. The team at each Ritza unit would be bifurcated into two viz., Back of

House & Front of House teams, covering every iota of the space at the restaurant.

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mailto:[email protected]

RITZA’S OPERATIONAL MODEL

There would be a line of assistant managers managing from staff supervisors to


Examples

Ritza CafeRITZA GO MODEL

The Ritza Go is a quick serve, static unit,

similar to the one that successfully ran in

the UK. This ideal location for this kind of

model would be malls and business

CENTRAL FOOD PRODUCTION UNIT (CFPU) – RITZA’S CORNERSTONE

Examples

Ritza Cafe

To turn all the above-mentioned models into a huge success, installing Central

Food Production Unit (CFPU) holds the key. It is such a vital unit that it would

indeed help Ritza run to its maximum potential. This CFPU helps produce food in

a safe and hygienic way and also drives the brand to maintain its standards. Not

only this, but this also prevents the chefs from running away with the recipes and

also reduces training costs, big time. The CFPU uses the traffic light system for its

COLLABORATORS


Examples

Ritza Cafe

Our collaborators will play a significant role in driving our business across all

spheres of services. The best part of a fast food restaurant in terms of

investments is that it has a huge spectrum where it is not necessary to go out

looking for Venture Capitals only. However, few of the domains that can cater to

Ritza have been listed below –

CUSTOMERS


Examples

Ritza Cafe

Ritza aims to target the biggest chunk of the population by attracting students,

working professionals, families, top executives, etc. as fast food is no-more a treat

but it has also turned as a need of the hour for many of people with the schedule

of people turning busier with each passing day. As Ritza would pay special

attention to the health and nutrition index, gym-goers and the like would find Ritza

a force difficult to resist.

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COMPETITORS


Examples

Ritza Cafe

Dubai has emerged as a global city and there is no denying the fact that Ritza

would face stiff competition, from the big name-and-fame players along with the

other local fast food restaurants. Some of them may be listed below –

COMPETITORS MAPPING


Examples

Ritza Cafe

Despite the fact that there are quite a few competitors in the market, the following

needs to be considered –

The existence of so many restaurants itself testifies the fact that there is a

tremendous void that needs to be filled which explicitly means that the Dubai

market can still accommodate a lot of fast food restaurants and each one

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SWOT ANALYSIS

Strengths

Ritza's main strength lies in its taste as

the entire catering would be managed

by a Michelin Star trained chef Krishna

Parekh

This comes with the high nutrition value

that would be consciously taken care of

locally adapted food/taste that suits the

natives

Ritza, despite being launching itself has

all the experience of how to start from

scratch situation as it had established

itself successfully in the UK

Quick serving speed

Reasonable cost

S

Weaknesses

No proven business venture success

achieved so far in the UAE

Sufficient funds that would be required

to fulfil the marketing and advertising

obligations

W

Opportunities

The expansion of the fast food industry

acts as a big plus for fast food

restaurants

Increasing demand for healthy fast food

Changing eating habits of the people

due to fast-paced life has further

strengthened the demand in the UAE

The ease of doing business in the

country puts start-ups with plenty of

opportunities

O Threats

Natural threats that arise from the

already existing players in the market

High iteration rate at fast food

restaurants

Any fast food restaurant is highly

sensitive to any kind of negative

publicity

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CLIMATE

PEST ANALYSIS

POLITICAL

Examples

Ritza CafeThe UAE is a politically stable country with strong political reforms. Further,

the government is focusing on the overall development of the country.

The UAE maintains active diplomatic ties with over 60 countries, primarily in

Europe and Asia. It is considered to be one of the leading political forces in

the Middle East and is a member of a number of regional organizations,

including the Gulf Cooperation Council (GCC), the Arab League and the

ECONOMICAL

Examples

Ritza CafeThe economy of the United Arab Emirates is the second largest in the Arab

world (after Saudi Arabia), with a gross domestic product (GDP) of $570

billion (AED2.1 trillion) in 2014. The United Arab Emirates has been

successfully diversifying its economy. 71% of the UAE's total GDP comes

from non-oil sectors.

There are no direct taxes on corporate profits or personal income except for

SOCIAL

Examples

Ritza CafeDubai carries a large expatriate population (more than 80%).

The diversified population brings in multi-cultured people together who have

different taste and preferences.

Crime Rate is almost Zero.

There is no dress code and tourists and residents are free to embrace any

fashion as long as it does not offend anybody’s sensibilities.

TECHNOLOGICAL

Examples

Ritza CafeUAE possesses renewable energy and sustainable environment

Dubai has a network of various industrial areas, business parks, world-class

seaports, and reliable power and utilities all of which deliver efficiency,

flexibility, reliability, reasonable cost and size.

BUSINESS MODEL

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Key Partners

Already existing players in the fast food and

health &well being industry

Angel Investors who could be top

executives to celebrities to entrepreneur s

etc.

Key Activities

Our mission is simple and that is, “Fast,

cheap, fresh, delicious food with a fine

dining taste profile” which unequivocally

implies to serve high-end fast food and

beverages at a quick pace having high

nourishment value that pleases our

customers

VALUE PROPOSITION

Ritza’s tends to serve high-quality fast food

without compromising on the nutrition value

with quick serving speed

For all units, the price of food would always

be at par with what people can afford

despite all the frustrating ambiance and

services

Customer Relationship

Ritza aims to build customer relationship by

taking their opinions about critical elements

of the dining experience which may include

staff courtesy, service speed, order

accuracy, food & beverage quality, food

services, restaurant layout, and

cleanliness

Keeping all your customers updated with

what’s new and also sharing success

stories through emails and social media

channels.

COST STRUCTURE

Cost of production - Operating expenses -

Rent, Salaries, etc.

Marketing commitments would be an ever

going disbursement

Key Resources

The restaurant units that includes all

operational models viz., Ranch, Wrap and

Go

Our Michelin Star trained chef – John Doe

Our team of planning pundits, managers,

and staff supervisors.

Customer Segments

Health Conscious people

Youngsters

Family

Working professionals

Channels

Itza would locate itself strategically at

different places with the maximum footfall

that grabs paramount attention

This would cover the Airport to Malls to

high-end residential areas


REVENUE STREAM

Fast food – Wraps, Salads, Soups, and

Beverages

Corporate Orders - Franchising at a later

stage


STRATEGY

SEGMENTATION, TARGETING, AND POSITIONING (STP)

Segmentation:

Demographics:

Primarily young men

and women belonging

to each section of the

society from

professionals to

students.

Geographic: Launch

ourselves in Dubai and

then float to other

places in UAE and

then target India as the

next country

Psychographic:

Trendsetting

youngsters always

looking to experiment

Targeting :

Our main focus would

always be to target

young people, males

or females from all

economic sections of

the society •

Our family restaurants

aim to cater to the

conventional section

of the society

Positioning :

Highly nutritious to separate it

from the other fast foods thereby

inviting from all sections from job

professionals to businessmen to

students to health-conscious

freaks

The Itza Sauces will get people

addicted to it

MARKETING STRATEGY

ONLINE STRATEGY

Examples

Ritza Cafe FOODIE PHOTOS/ INSTAGRAM

The very best way to promote business online is

of high quality, drool-inducing photos. Visual content

is in high demand online these days, and having

delicious looking photos on your website and across

OFFLINE STRATEGIES

Examples

Ritza Cafe

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LOYALTY PROGRAMS

Examples

Ritza Cafe

Phone-based loyalty programs where customers get a discount on their

registered phone numbers.

CORPORATE TIE-UPS

Examples

Ritza Cafe

Offer privilege discounts to corporate clients through tie-ups with companies in the

nearby locations.

OTHER DRIVERS OF FOOTFALLS

Examples

Ritza Cafe

We would take into account the following factors to drive footfalls towards our

store:

Placing greater value on “pleasant experience” and ability to “socialize”

Considering amenities such as Wi-Fi equally important

Having a greater need to feel “comfortable being seen”

THE 5 CRITICAL SUCCESS FACTORS

We believe in consistent quality and service that will fetch us sustainable growth. Following touch points are

the most critical aspects of our business which needs to be focused and checked regularly.

Price

Speed Of Service

Location

Quality of food

Cleanliness

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EXPANSION PLAN


Examples

Ritza Cafe

Ritza’s plans are sky-high and it has high ambitions of expanding its business. It

realizes that this would not take place until things are punctiliously planned and

executed. To start off, there are reasons behind its launch aimed at Dubai and it

could be brought down to the reasons as follows –

1. The Dubai economy enjoys a competitive combination of cost, market, and

Phase I

Examples

Ritza Cafe

The first phase of Ritza will witness the launch of the Ritza Go Model. This is

primarily because it would require the least investment among all the other

business models and also, at the same time, Ritza would be able to win the hearts

and minds before it builds its reputation through its other models.

Phase II

Examples

Ritza Cafe

Once the first phase has manifested itself in building strong roots, we would move

on to the next phase and that would be franchising Ritza as a part of our

expansion plan. Though Ritza would deeply study before making anyone avail

this option, however, implicitly, it would mean Ritza is moving in the right path with

more and more people in terms of customers and investors wanting to get

associated with it.

Phase III

Examples

Ritza Cafe

Once the above two are consolidated, we would move on to search other cities

within UAE like Abu Dhabi, Sharjah etc. as these are equally popular cities and try

to replicate all our models as in Dubai. We would also look beyond the borders

and target India to give Ritza global name and fame, however, before making any

decision in terms of moving out, factors such as the GDP, the cost of doing

business, fast-food development etc. would always be considered.

RISK

Examples

Ritza Cafe

There is always a risk involved in setting up any venture and Ritza is no different.

Despite all the factors that support the establishment of a fast food joint in Dubai,

the following are the risks involved –

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Finding the right location that gains maximum attention would be a challenge

in itself. This holds all the more true for Ritza as it does not want to limit itself

to a local market, rather it would want to make full use of the opportunity ofRead More


FINANCIALS

PROFIT & LOSS STATEMENT

CASH FLOW STATEMENT

BALANCE SHEET

FUNDING DETAILS

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2019 - 20 Business Plan | A Food Franchise · marketing strategy 16 foodie photos/ instagram 16...

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Transcript of 2019 - 20 Business Plan | A Food Franchise · marketing strategy 16 foodie photos/ instagram 16...